#02 BASIC BASIC

A recognized retail ‘basics’ store in Noho, Basic Basic was previously cramped with unorganized merchandise, miscellaneous fixtures and ambiguous displays in a tall, odd-shaped storefront. The design re-scaled a small, narrow vertical space by making it smaller—producing the effect of a more generous store. Using a horizontal zone of polycarbonate panels together with a horizontal field of fluorescent light fixtures, the space contracted vertically. In combination with contrasting custom metal shelving to colored foam furniture and a 'soft' changing area of curved felt curtains and foam stools, a new definitive volume for merchandising was created.